U.S. patent number 8,249,931 [Application Number 12/847,827] was granted by the patent office on 2012-08-21 for system for selectively communicating promotional information to a person.
This patent grant is currently assigned to Promovu, Inc.. Invention is credited to Stephen G. Giraud, Paul J. Lingane.
United States Patent |
8,249,931 |
Giraud , et al. |
August 21, 2012 |
System for selectively communicating promotional information to a
person
Abstract
A system for selectively communicating promotional information
to a person, includes a sensing system, a storage device, a
controller, and a projection device. The sensing system measures a
detectable feature associated with the person sensed by the sensing
system and the storage device stores a plurality of promotional
segments. The controller uses the measured detectable feature
associated with the person for selecting one of the stored
promotional segments and causing the projection device to project
to the person at the predetermined location the selected
promotional segment.
Inventors: |
Giraud; Stephen G. (Petaluma,
CA), Lingane; Paul J. (Redwood City, CA) |
Assignee: |
Promovu, Inc. (San Francisco,
CA)
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Family
ID: |
23848655 |
Appl.
No.: |
12/847,827 |
Filed: |
July 30, 2010 |
Prior Publication Data
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Document
Identifier |
Publication Date |
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US 20100299210 A1 |
Nov 25, 2010 |
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Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
Issue Date |
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10924168 |
Aug 23, 2004 |
7769632 |
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10142006 |
May 8, 2002 |
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09465659 |
Dec 17, 1999 |
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Current U.S.
Class: |
705/14.4; 455/40;
705/14.5; 705/14.45; 705/14.49; 455/414.2 |
Current CPC
Class: |
G06K
9/00248 (20130101); G06Q 30/0242 (20130101); G01B
21/16 (20130101); G06Q 30/0246 (20130101); G06Q
30/0269 (20130101); G06Q 30/0241 (20130101); G06Q
30/0252 (20130101); G06Q 30/02 (20130101) |
Current International
Class: |
G06Q
30/00 (20120101) |
Field of
Search: |
;705/14.4,14.45,14.5,14.49 ;455/40,414.2 |
References Cited
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JP |
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WO |
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WO-2007/002941 |
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WO |
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WO |
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WO-2008/051332 |
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May 2008 |
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WO |
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Primary Examiner: Alvarez; Raquel
Attorney, Agent or Firm: Glenn; Michael A. Glenn Patent
Group
Parent Case Text
CROSS-REFERENCE TO RELATED APPLICATIONS
This application is a continuation of U.S. patent application Ser.
No. 10/924,168, filed Aug. 23, 2004 which is a continuation of U.S.
patent application Ser. No. 10/142,006, filed May 8, 2002, which is
a continuation of U.S. patent application Ser. No. 09/465,659,
filed Dec. 17, 1999, each of which is incorporated herein in its
entirety by this reference thereto.
Claims
The invention claimed is:
1. A system for selectively communicating promotional information
to a person, comprising: a sensing system for sensing the presence
of a person at a predetermined location and for measuring
detectable features associated with the person; a storage device
for storing a plurality of promotional segments; a controller,
comprising a processor, for determining, based on said measured
detectable features, distinguishing characteristics of the person
sensed by the sensing system and, based on said distinguishing
characteristics, for selecting at least one of said stored
promotional segments for projection; and a projection device for
projecting to the person at the predetermined location said
selected promotional segment; wherein the distinguishing
characteristics consist of at least any two of, but not all of,
gender, race, ethnic background, age, nationality, height, and
weight of the person.
2. The system of claim 1, wherein the controller further determines
the person's interest in the projected promotional segment by
measuring detectable features associated with the person.
3. The system of claim 2, wherein said projection device comprises
an electronic display for communicating the promotional
information.
4. The system of claim 3, wherein the controller determines the
person's interest by determining any of whether the person is
looking in the direction of the electronic display, the duration
that the person is looking in the direction of the electronic
display, by measuring changes in the person's eye pupil size, and
by analyzing eye movement of the person.
5. The system of claim 2, wherein said projection device projects
promotional information based on the determined interest.
6. The system of claim 1, wherein the system is in communication
with a remote host computer.
7. The system of claim 6, wherein the host computer is in
communication with a vendor of a service or product which is the
subject of the projected promotional information, the controller
further operating to afford the person the opportunity to effect a
purchase or order of said service or product.
8. The system of claim 1, wherein the controller determines
distinguishing characteristics by accessing pre-stored information
about the person.
9. The system of claim 8, wherein the pre-stored information is
conveyed via a data link from a remote location to the location
from which the promotional information projected.
10. The system of claim 1, wherein one or more of said
characteristics are determined by any of facial scanning, an
optical detector effecting a retinal or iris scan, an optical
detector effecting a retinal and iris scan, and voiceprint
analysis.
11. The system of claim 1, wherein the sensing system senses entry
of the person into a detection zone.
12. The system of claim 1, wherein the sensing system senses
activity of a device operated by the person.
13. The system of claim 1, said controller is configured to cause
the identity of said promotional information, and said
distinguishing characteristics to be stored on said storage
device.
14. The system of claim 1, said controller is configured to cause
the identity of said promotional information, and said
distinguishing characteristics to be transmitted to a remote
receiver.
15. A system for selectively communicating promotional information
to a person, comprising: a sensing system for sensing the presence
of a person at a predetermined location and for measuring
detectable features associated with the person; a storage device
for storing a plurality of promotional segments; a controller for:
determining distinguishing characteristics of the person using said
detectable features measured by said sensing system, said
distinguishing characteristics consisting of at least any two of,
but not all of, gender, race, ethnic background, age, nationality,
height, and weight of the person; and selecting for display to the
person at the predetermined location at least one of said plurality
of stored promotional segments using said determined distinguishing
characteristics, said selected promotional segment containing
information tailored for persons with said determined
distinguishing characteristics.
16. A system for selectively communicating promotional information
to a person, comprising: a sensing system for sensing the presence
of a person at a predetermined location and for measuring
detectable features associated with the person; a storage device
for storing a plurality of promotional segments; a controller for:
determining distinguishing characteristics of the person using said
detectable features measured by said sensing system, said
distinguishing characteristics consisting of at least any two of,
but not all of, gender, race, ethnic background, age, nationality,
height, and weight of the person, wherein one or more of said
characteristics are determined by any of facial scanning, an
optical detector effecting a retinal or iris scan, an optical
detector effecting a retinal and iris scan, and voiceprint
analysis; determining the person's interest by determining any of
whether the person is looking in the direction of the electronic
display, the duration that the person is looking in the direction
of the electronic display, by measuring changes in the person's eye
pupil size, and by analyzing eye movement of the person; and
selecting for display to the person at the predetermined location
at least one of said plurality of stored promotional segments,
based upon said person's determined interest, and using said
determined distinguishing characteristics, said selected
promotional segment containing information tailored for persons
with said determined distinguishing characteristics.
17. A computer implemented method for selectively communicating
promotional information to a person, comprising the steps of:
sensing the presence of a person at a predetermined location with a
sensing system and measuring detectable features associated with
the person; storing a plurality of promotional segments; providing
a controller configured for determining distinguishing
characteristics of the person using said detectable features
measured by said sensing system, said distinguishing
characteristics consisting of at least any two of, but not all of,
gender, race, ethnic background, age, nationality, height, and
weight of the person; and said controller configured for selecting
for display to the person at the predetermined location at least
one of said plurality of stored promotional segments using said
determined distinguishing characteristics, said selected
promotional segment containing information tailored for persons
with said determined distinguishing characteristics.
18. A computer implemented method for selectively communicating
promotional information to a person, comprising the steps of:
sensing the presence of a person at a predetermined location with a
sensor system and measuring detectable features associated with the
person; storing a plurality of promotional segments; providing a
controller configured for determining distinguishing
characteristics of the person using said detectable features
measured by said sensing system, said distinguishing
characteristics consisting of at least any two of, but not all of,
gender, race, ethnic background, age, nationality, height, and
weight of the person, wherein one or more of said characteristics
are determined by any of facial scanning, an optical detector
effecting a retinal or iris scan, an optical detector effecting a
retinal and iris scan, and voiceprint analysis; said controller
configured for determining the person's interest by determining any
of whether the person is looking in the direction of the electronic
display, the duration that the person is looking in the direction
of the electronic display, by measuring changes in the person's eye
pupil size, and by analyzing eye movement of the person; and said
controller configured for selecting for display to the person at
the predetermined location at least one of said plurality of stored
promotional segments, based upon said person's determined interest,
and using said determined distinguishing characteristics, said
selected promotional segment containing information tailored for
persons with said determined distinguishing characteristics.
Description
BACKGROUND OF THE INVENTION
1. Technical Field
The present invention relates to interactive systems for
identifying, measuring and tracking consumer exposure to
promotional material.
2. Description of the Background Art
Although electronic billboards and other forms of active
advertising devices are known, an issue that presently exists in
the advertising industry is the lack of accountability. Known
advertising devices operate by projecting advertising information
at large, regardless of the presence or absence of recipients of
this information. However, simply projecting advertising
information is no guarantee of the effectiveness of this
information in reaching potential consumers and impacting the
market for the product being promoted. Although the advertising
industry is aware of this, current methods for identifying,
measuring and tracking the number of consumers viewing an
advertisement, which is important from many standpoints, including
marketing research, accounting purposes and rating services for the
providers of the advertising service and their advertising clients,
are arbitrary at best. Thus, there exist a need for a system that
identifies, measures and tracks consumer exposure to a number of
different advertisements and that exposes consumers to several
different advertisements.
SUMMARY OF THE INVENTION
An interactive system in accordance with the invention identifies,
measures and tracks consumer exposure to a number of different
advertisements or promotional segments and exposes consumers to
several different advertisements. The system simultaneously
identifies and measures viewer response and the number of consumers
viewing different advertisements, while displaying different
selected advertisements for viewing by the consumer.
The system includes a projection means for projecting visual and/or
audio advertisements and other information. Preferably the
projection means comprises a display device such as a commercially
available liquid crystal display (LCD) screen, of suitable
dimensions that is housed behind a protective shield for preventing
harm to the screen due to vandalism or moisture such as rain, for
example.
In the idle mode, the system preferably displays programmed
non-advertisement information that may include a picture of a
missing person with an associated telephone number for contacting
law enforcement officials, current weather reports, traffic
reports, trivia questions, and other similar information. Once the
presence of at least one potential viewer within the proximity
range is sense, the active mode of the system is invoked and the
display begins displaying a programmed sequence of advertisements
that may include full-motion color commercials, stop-frame
commercials, and other advertisements. Information such as trivia
questions and famous quotations, for example, can be interspersed
between the advertisements if desired.
Additionally, the projection means may comprise a sound generating
means. The sound generating means preferably generates an audio
portion of the advertisements as they are being displayed by the
display means. Optionally, the sound generating means may generate
advertisements that are only audio, and may not accompany any video
being displayed or may generate audio related to a stop-frame
commercial or related to non-advertisement information on the
display and for generating any associated audio. Audio content may
also be used to attract potential viewers to the display by calling
out to them and to interact with them in a manner similar to a
conversation between persons. The audio content could be changed or
act as a prompt as the person came closer to the display in a
manner that would acknowledge their interest.
Additionally, the projection means may comprise a scent generating
means. The scent generating means preferably generates a scent
associated with the advertisements as they are being displayed by
the display means. The scent generating means is to enhance greater
memory recall of a given advertisement by projecting an odor,
fragrance or aroma associated with the advertisement.
Additionally, the projection means may comprise other devices
intended to stimulate human senses such as the sense of touch.
Tactile stimulators could be programmed, for example, to stimulate
the fingers to mimic the feel of certain objects.
Once it is sensed that viewers are no longer present within the
sensed proximity range, the idle mode is gain activated for
displaying the mode's associated non-advertisement information.
The system of the invention includes a means for determining the
activation time period of the active mode and for determining the
portions of the programmed sequence of advertisements that were
displayed during the active mode, for determining the particular
advertisement that may have been viewed by an identified view as
well as viewer response. The system generates consumer tracking
data and viewer response representative of the time period that the
active mode was invoked and portions of the sequence of
advertisements that were displayed during the active mode and
transmits the tracking data to a host computer to be analyzed.
The tracking data can be retrieved from the host computer for
determining what information in the active mode was displayed and
the duration that the system was in the active mode, for
determining consumer presence, and identification, consumer
response and what portions of the active mode information may have
been viewed by potential consumers. Thus, the viewer response and
tracking data provides information that indicates the viewer
response and the number of consumers that are present within the
proximity range and viewing the display, along with the number of
occurrences that particular advertisements were presented to
potential consumers, since the location of each advertisement on
the sequence is known. Therefore, the system of the present
invention provides the advertising industry a higher level of
accountability than existed in the prior art.
In the preferred embodiment, the system of the present invention
further includes a computing means coupled to the display means and
to proximity sensing means for detecting the presence of potential
consumers within the proximity range relative to the display
screen. A memory means is coupled to the computing means and is
provided for storing the information displayed during the idle and
active modes. The memory means may also be utilized for storing the
identification, viewer response and consumer tracking data prior to
transmission of the data to the host computer.
The proximity sensing means may comprise any one of several
commercially available or custom-designed sensors. These include
position and distance sensors, pressure sensors activated by body
or vehicle weight, a receiver for voice activation, variety of
switches intended to sense use or consumer action involving a
telephone handset, door, seat, or bus grab handle, heat sensors, or
other sensors that are capable of detecting persons, or appropriate
combinations thereof. Suitable heat sensors include commercially
available heat sensors and infrared detectors. Proximity sensors
may include ultra-sound sensors or complex sensors operating with
an object recognition algorithm. A plurality of ultra-sound sensors
may be used for improving the accuracy and detection range of the
system. Complex sensors, such as facial recognition, optical
sensors (e.g. retinal or iris scans) or cameras, or combinations
thereof, can be used for determining the shape of and identifying a
viewer within the proximity range and for determining if a viewer
is facing the display means, to determine if the viewer is actually
viewing information being shown by the display, to determine what
portion of the display is being viewed, or to determine the
interest level on the part of the viewer to what is being seen,
using such measures as changes in eye pupil size or an analysis of
fine eye movement. It is also anticipated as part of the present
invention that an electronic camera or audio detecting means (such
as a microphone connected to a voice processor) may be sued to
identify and obtain information about the viewer and how they are
interacting with the display. This camera or microphone might be
connected to a computer that would provide processing local to the
display or sent over a suitable network for remote processing. The
remote processing means may be either an automatic computer system
or may consist of human operators, trained or programmed to
determine certain characteristics of the viewer. These
characteristics include, but are not limited to, approximate age,
nationality, race or ethnic background, gender, physical
characteristics, or interest level in what advertisement is being
shown.
In addition, proximity sensing may be implied by the use of devices
physically adjacent to the system of the present invention, such as
a gasoline pump, telephone or an automatic teller machine (ATM). In
this embodiment the adjacent device would communicate using a data
link with the display unit such that proximity would be inferred
when someone used the adjacent device.
Another application that uses visual and audible sensing of the
viewer would be in determination of the identity of the viewer by
means such as analysis of a voiceprint, facial recognition, or
retinal scan. This identity information, when combined with
information from other databases, could be used to project viewer
specific advertising that is custom created for that particular
individual. For example when an individual uses a credit card at
the gas pump their identity is known, and it is possible to
simultaneously capture their picture and voiceprint. The next time
they get gas at that station it would be possible to identify them
from their picture or voice in advance of using a credit card.
Since it is now common practice in the financial services industry
to build databases that contain personal spending information on
individuals, and since their identity and spending profile would be
known once they appeared at the gas pump, it would be possible to
create a targeted advertisement that would be custom to that
individual. In addition the system can directly correlate viewer
identity with subsequent purchases. For example a consumer views a
soft drink commercial and is motivated to purchase the soft drink
shortly thereafter. Another example would be that a consumer views
an appliance commercial and purchases the appliance in the near
future with a credit card, and the purchase event can thus be
linked to the viewing event through the credit card database.
The invented system further includes a communication means such as
a modem or other known data transmission means for connecting one
or more systems comprising the present invention to at least one
host computer. A plurality of systems comprising the present
invention can be coupled to the host computer via known data
transmission lines or wireless communication links and using known
methods such as the Internet or an intranet. The communication
means may also receive information, such as current weather reports
and traffic reports for example, from the host computer or other
data source coupled to the communication means.
Detection of someone viewing the advertisement is a form of
feedback that is of value to the advertiser. Other methods of
feedback may be used to measure viewer response. These include
means for the viewer to interact with the system, indicating that
not only is the viewer watching the display but is interested
enough in the content to interact. These forms of feedback may
range from a simple button on the display or housing that the
viewer may press when prompted by a displayed message or a more
sophisticated key panel or a telephone number pad or a credit card
reader or a separate communications device that would permit an
immediate purchase or an audio receiver that could detect and
analyze an audible response from the viewer. Said audio receiver
could be connected to a voice recognition system as a means of
interpreting what was said by the viewer.
The sequence of advertisements or images presented on the display
and the audible messages may be changed or new advertisements or
messages may be displayed depending upon feedback from a viewer in
an effort to respond or interact to the feedback. It is envisioned
that this interaction, if carried out with both visual and audible
means, could be refined to have characteristics similar to a
natural human interactive dialog.
It is also envisioned within the scope of the present invention
that the advertising material presented to the viewer may be
changed depending upon the position of the viewer or the proximity
to another device or the time of day. For example, a transit bus
may be equipped with a system of the present invention. A seat
switch would trigger the display to enter active mode when someone
sits down. The system would also know its position within a city by
use of a Global Positioning System (GPS) receiver or other means
known in the art. The display would present ail advertisement for a
restaurant that would be coming up at the next stop of the bus. In
another example, the system would be at a fixed location such as at
a city park, and would also be connected to a data link used to
determine the distance to a food vendor's truck. When a viewer
walked up to the display it would enter active mode and then
display an advertisement for the food vendor with an estimate of
how many minutes to wait until the food truck would arrive. The
feedback means could then be used to permit the viewer to order
from a menu, this information would be relayed to the food truck so
that the chef could prepare the food in transit. A final example
here is that the advertising message can be changed depending on
the time of day, selling coffee in the morning and cocktails in the
evening.
It is further envisioned that the advertising material presented
may be changed based upon information gathered by the sensors. For
example, analysis of the video image of a viewing consumer may
yield demographic information to permit targeted advertising to a
specific demographic audience.
A further extension envisioned for the invention is for use in
computer monitors and televisions to track viewing of material
presented on the screen. A sensor device, previously described,
could be installed in the cabinet of the monitor such that it can
observe the eye and head movements of the viewer or determine if a
potential viewer is within the proximity of the screen. Advertising
or other material would then be presented on the screen, or on a
portion of the screen, and the sensors of the invention would track
eye movement to determine if the viewer was looking at the
advertising material, how long they were looking, their interest
level in the material, the volume setting of the audio channel, the
amount of background distraction, and also to collect demographic
and possibly identification information about the viewer. This
information, including information related to the quality of the
viewer response to the advertising, could be processed by the
computer associated with the display unit or television, or
automatically transferred back to a central database via a
communication channel such as the Internet or cable network or
telephone line.
The system of the invention is preferably retained in a suitable
housing that will prevent damage, due to moisture or vandalism, for
instance, to the system. In the preferred embodiment, the housing
comprises a strong, waterproof material, such as stainless steel
and is fabricated using well known methods.
BRIEF DESCRIPTION OF THE DRAWINGS
Many advantages of the present invention will be apparent to those
skilled in the art with a reading of this specification in
conjunction with the attached drawings, wherein like reference
numerals are applied to like elements wherein:
FIG. 1 is a block diagram of a preferred embodiment of a system for
identifying, measuring and tracking consumer exposure to a number
of different advertisements and for exposing consumers to several
different advertisements constructed according to the principles of
the present invention;
FIG. 2 is a schematic front elevation of a system in accordance
with the present invention; and
FIG. 3 is a schematic top elevation of a system in accordance with
the present invention; and
FIG. 4 is a diagrammatical representation of system operation in
accordance with the invention.
DETAILED DESCRIPTION OF THE INVENTION
Referring now to the drawing figures, there is shown generally at
10, a system in accordance with a preferred embodiment of the
invention for identifying, measuring and tracking consumer exposure
to a number of different advertisements and for exposing consumers
to several different advertisements or promotional segments and for
gathering information about consumers. The system 10 simultaneously
identifies, measures and tracks the number of consumers viewing a
number of different advertisements, while displaying different
selected advertisements for viewing by the consumer.
The system 10 includes a projection device such as a display 12 for
displaying advertisements and other information. Preferably, the
display 12 comprises a commercially available Liquid Crystal
Display (LCD) screen, or other low power consumption screen, of
suitable dimensions that may be housed behind a protective shield
14 (FIG. 2) for preventing harm from coming to the display 12 due
to vandalism or moisture such as rain, for example. The LCD screen
preferably ranges in size from approximately 11.5 to 52 inches, and
may comprise a known TFT Active Matrix LCD screen. The protective
shield 14 preferably comprises a strong transparent polycarbonate,
such as Lexan, to prevent damage to the display 12 due to impact
forces. The protective shield 14 may have a layer of a commercially
available scratch resistant material 15, such as that sold under
the trademark VANDAL SHIELD. The scratch resistant material 15
prevents damage to the protective shield 14 due to vandalism such
as scratches, and may have a layer of commercially available
non-glare coating to minimize bright light glare in sunlight for
example.
As shown in FIGS. 2 and 3, the system 10, and particularly the
electronics thereof (to be discussed hereinafter), is preferably
retained in a protective housing 16 that comprises a strong,
waterproof material, such as stainless steel or other suitable
material. The housing 16 is provided to prevent damage, due to
moisture or vandalism for instance, to the system 10. The housing
16 includes a mounting plate 17 for securing the system 10 to a
selected surface for viewing at a desired location.
An external 120V AC power source (not shown) is coupled to the
system 10 via a power unit 18, for providing electrical power to
the system 10. The power unit 18 first converts the 120V AC power
to a 24V DC power level. The unit 18 then converts the 24V DC to a
number of different preferred electronic device power levels. The
unit 18 has power outputs 20 of levels +5V, -5V, +12V, -12V, so
that the components of the system 10 do not suffer damage due to
excessive power levels. The power unit 18 is coupled to the system
10 via a waterproof, flexible conduit 22 (FIG. 2) which houses
power source lines and data transmission lines 23.
The system 10 functions in either one of an idle mode, wherein
potential consumers are not within a sensed proximity range or
zone, or an active mode, wherein the presence of potential
consumers within the proximity range is detected. In the idle mode,
the system 10 preferably displays programmed non-advertisement
information, that may include a picture of a missing person with an
associated telephone number for contacting law enforcement
officials, current weather reports, traffic reports, trivia
questions, and other similar information through display 12. Once
the presence of at least one potential consumer within the
proximity range is sensed, the active mode of the system is invoked
and the display 12 begins displaying a programmed sequence of
advertisements and promotional segments that may include
full-motion color commercials, stop-frame commercials, and other
advertisements. Information such as trivia questions and famous
quotations, for example, can be interspersed between the
advertisements if desired. Once it is sensed that consumers are no
longer present within the sensed proximity range, the idle mode is
again activated for displaying the mode's associated
non-advertisement information.
Additionally, the system 10 may comprise a sound generator 24. The
sound generator 24 preferably generates an audio portion of the
advertisements as they are being shown on the display 12.
Optionally, the sound generator 24 may generate advertisements that
are only audio, and may not accompany any video being shown or may
generate audio related to a stop-frame commercial or related to
non-advertisement information on the display 12 for generating any
associated audio. In the preferred embodiment, the sound generator
24 comprises a commercially available printed circuit board that
includes data processing circuitry, and is commonly referred to as
a "sound card". The audio level generated by the sound card can be
predetermined.
An MPEG graphics control and decoding unit 26 is coupled to the
display 12 and to a microprocessor 27 of a computing device 28. The
MPEG decoding unit 26 is coupled to the display 12 and
microprocessor 27 for controlling information shown on the display
12. The MPEG decoding unit 26 performs MPEG data compression for
transferring both video data and data status information. The MPEG
decoding unit 26 enables the computing device 28 to be securely and
efficiently utilized. The MPEG decoding unit 26 coacts with the
sound generator 24 to produce desired sound effects, so that the
sound effects can be optionally played with or without the video on
the display 12.
The system 10 of the present invention is designed to determine the
activation time period of the active mode and for determining the
portions of the programmed sequence of advertisements that were
displayed during the active mode in order to determine the
particular advertisements that may have been viewed by the
consumer. The system 10 is also designed to generate consumer
tracking data representative of the time period that the active
mode was invoked and what portions of the sequence of
advertisements were displayed during the active mode and can
operate to transmit the identification, viewer response and
tracking data to a host computer (not shown). In this manner the
system 10 forms part of a network of such systems disposed at
discrete locations and inter-connected for uni-directional or
bi-directional communication with one or more remote host
computers. The communication between these devices can be effected
through the internet, intranet, and/or wirelessly.
In the preferred embodiment, the system 10 includes the controller
28 coupled to the display 12 and to a sensing system 38 for
detecting the presence, identity, response and behavior of
potential consumers within a proximity range relative to the system
10, and particularly, relative to the display 12. The controller 28
of the preferred embodiment consists of a commercially available
microprocessor based system that includes the microprocessor 27, a
PCI data bus 32, temporary memory such as DRAM 33, data input and
data output (I/O) support 34, and peripheral data
processing-devices in a motherboard chipset 35 as is known.
One or more storage devices 36 are coupled to the controller 28 and
are provided for storing the information displayed during the idle
and active modes of the system 10. The storage devices 36 may also
be utilized for storing the identity, viewer response and consumer
tracking data prior to, or in lieu of, transmission of the data to
the host computer. The storage devices 36 may comprise a known hard
disk drive, such as one used in a portable computer, optical drive,
or a solid state storage device, such as an EEPROM, FLASH EEPROM,
or SRAM memory device array. Use of a CD ROM: in lieu of a hard
disk drive in order to conserve unit space and minimize cost is
also contemplated.
After the identity, viewer response and consumer tracking data is
generated, the identity, viewer response and tracking data can be
retrieved from the host computer or locally for determining what
information in the active mode was displayed and the duration that
the system 10 was in the active mode, for determining consumer
presence and what portions of the active mode information may have
been viewed by potential consumers. The identity, viewer response
and tracking data can additionally be used for billing users of the
invented system 10 and for compiling data bases for marketing and
other purposes.
Thus, the identity, viewer response and tracking data provides
information that indicates the level of interest and number of
consumers that are present within the proximity range and viewing
the display 12, along with the number of occurrences that
particular advertisements were presented to potential consumers,
since the location of each advertisement on the sequence is known.
Therefore, the system of the present invention 10 provides the
advertising industry a higher level of accountability than existed
in the prior art.
The sensing system 38 may comprise any one of several commercially
available proximity sensors 30, such as motion detectors or heat or
optical sensors, or other sensors that are capable of detecting
persons, or appropriate combinations of known sensors of the same
or different types. Sensing system 38 may include ultrasound
sensors operating in conjunction with complex detection devices 44
whose outputs are subject to prescribed pattern recognition
algorithms. As an example, proximity sensors 30 may comprise
ultrasound sensors having adjustable proximity range for improving
system accuracy and detection range. Proximity sensors 30 operate
to trigger the active mode of the system 10, which is recorded and
analyzed, and also to trigger operation of complex detection
devices 44 designed to identify consumers and recognize specific
patterns such as a viewer's eyes or face direction. A plurality of
ultrasound sensors may be used for improving the accuracy and
detection range of the system. Ultrasound sensors (not shown)
provide an adjustable proximity range. Those skilled in the art
will recognize that any combination of operating procedures for the
system 10 and the sensors 30 and detection devices 44 may be
utilized without departure from the spirit and scope of the
invention.
Complex detection devices shown generally at 44, that may include
or comprise cameras, facial recognition or optical scanners, or
combinations thereof, can be used for determining the identity and
shape of a viewer within the proximity range and for determining if
the viewer is facing the display 12, and/or to determine if the
viewer is actually viewing information being shown by the display
12. For example, the complex detection devices 44 may include one
or a combination of video cameras 45, digital cameras, facial
recognition or optical scanners for identifying or recognizing the
shape of viewers and/or their viewing direction within a viewing
range of the cameras 45. A viewer's identity or intention can be
determined by triggering sensor system 38 to locate two concentric
circles spaced approximately 1 to 2 inches apart. Once the
characteristics of the consumer facing the display 12 are detected,
the sensor system 38 processes and stores detailed information
relating to the identity or characteristics of the consumer for
later analysis by the system 10 or host computer. This information
may be used for billing and status information of the system 10 at
a particular location, or for a number of different systems 10
placed at a number of different locations. Of course, the functions
of sensors 30 and detection devices 44 may be integrated into a
common device such that detection devices 44 may for example
operate to sense the presence of a viewer and then proceed to
analyze patterns related to the viewer which are indicative of
his/her attentiveness to the system 10.
The system 10 further includes a communication device such as a
modem 40 or other known data transmission means for connecting one
or more systems comprising the present invention 10 to at least one
host computer. A plurality of systems 10 comprising the present
invention can be coupled to the host computer via known data
transmission lines 42 and using known methods such as the Internet
and an intranet as mentioned above. The communication device 40 may
also be utilized to enable the system 10 to receive information,
such as current weather reports and traffic reports for example,
from the host computer or other data source coupled to the
communication device. Of course data transmission is not confined
to transmission lines 42 as the use of wireless communication
between the systems 10 and the host computer is also contemplated
by the invention.
Thus, the system of the present invention simultaneously
identifies, measures and tracks the number of consumers viewing
different advertisements, while displaying different selected
advertisements for viewing by the consumer. The system functions in
either one of the idle mode, wherein potential consumers are not
within a sensed proximity range, and the active mode, wherein the
presence of potential consumers within the proximity range is
detected. In the idle mode, the system displays programmed
non-advertisement information. In the active mode, the system
displays a programmed sequence of advertisements that may include
full-motion color commercials that may be interspersed with other
information. The time period of the active mode is sensed for
determining the portions of the programmed sequence of
advertisements that were displayed during the active mode, for
determining particular advertisements that may have been viewed by
the consumer to generate consumer tracking data. The tracking data
is retrieved from either the remote unit or a host computer for
determining what information in the active mode was displayed and
the duration that the system was in the active mode for determining
consumer presence, identification and what portions of the active
mode information may have been viewed by consumers.
Operation of the invention can be explained With reference to FIG.
4. In step 100, the system 10 is operating in idle mode, in which
it is displayed for generally projecting programmed
non-advertisement information such as trivia questions or other
similar information, a picture of a missing person with an
associated telephone number for contacting law enforcement
officials, current weather reports or traffic reports or other real
time information or updates uploaded from a remote location through
the internet or wirelessly.
In Step 102 the system 10 senses an activity, such as the presence
of a person in a detection zone of sensor system 38. In response to
the activity sensing step 102, the system 10 then implements one or
more of steps 104, 106, 108 and 116. Step 104 engenders the
determining of a distinguishing characteristic of the person
responsible for the sensed activity. Examples of distinguishing
characteristics include, but are not limited to, gender, race,
ethnic background, age, nationality, height, weight and shape of
the person. Known computational and pattern recognition algorithms
can be applied to make these determinations from optical images or
other sensed information detected by sensing system 38 and
operating in conjunction with controller 28. The determination of
the distinguishing characteristic or characteristics effected in
Step 104 can be followed by the generation of data reflecting the
types of viewers who have taken an interest in the communicated
promotional information, for purposes of accountability to
participating advertisers, for instance. The information derived
from Step 104 can also be used to develop a demographics profile
for marketing or other purposes, using either system 10 or a remote
system to which the information is downloaded. The information from
Step 104 can also be used as indicated in Step 110, to selectively
communicate promotional segments based on the distinguishing
characteristic of the person responsible for the sensed activity.
In other words, the information can be used to target a specific
demographics group for a particular product or service. One example
can be promoting sports cars to young males. Step 102 can also be
followed by Step 106, wherein a feature of the sensed activity is
identified. The feature can be the location of the sensed activity.
This is useful for example when the system 10 is disposed at least
partially in a moving public vehicle, such as a transit bus, with
the location of the bus at the time the activity is sensed being
determined, for example, using known GPS (Global Positioning
System) expedients. One use of this would be to promote products or
services whose vendors are in the region of the bus at the time the
activity is sensed, and even to offer for sale through the system
10 these products or services. The step of projecting promotional
segments specific to the identified feature of the activity is
designated Step 112.
Step 102 can also be succeeded by Step 108, in which promotional
information can be communicated to the person responsible for the
sensed activity, and then followed by Step 114, which entails
determining the level of interest in the communicated promotional
information. Such information is useful in marketing research and
can be determined by analyzing the length of time that the viewer
is viewing display means 12 or a portion thereof, or the quantity
or quality of input received from the viewer by the system, if the
system is equipped to make such a determination by, for example,
being designed to be interactive with the viewer through the use of
a keyboard or speech recognition expedients. It is also possible
for Step 102 to be followed by Step 116 in which the viewer is
identified as a specific individual by the system 10 based on
visual or audible sensing of features of the viewer and on previous
sessions and with recourse to data compiled from previous
purchasing behavior or other financial profiles and information
about the viewer. Viewer identification indicated in Step 116 can
be followed by Step 118 in which viewer-specific information is
projected, and/or Step 120, in which a data base is built (or an
existing data base augmented) about the viewer for subsequent
targeting and/or correlation with subsequent purchases by the
viewer through the matching of credit card information, for
example.
The above are exemplary modes of carrying out the invention and are
not intended to be limiting. It will be apparent to those skilled
in the art that modifications thereto can be made without departure
from the spirit and scope of the invention as set forth in the
following claims.
* * * * *
References